CUNARD BRAND GUIDELINES

THE AMERICAS
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CUNAR D BRAN D G U IDE LIN E S

C O N T E N T S
Page Introduction Brand Positioning Brand Pillars Brand Mission Brand Personality Brand Attributes The Cunard Colours Identity Applications Typography Copywriting Style Terminology Master Brand Brochure Covers Sample Templates Brand History Marketing Approval 3 4 5 6 6 7 8 9-16 17 18 19-20 21 22-28 29-30 31

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CUNAR D BRAN D G U IDE LIN E S

Welcome to the Cunard Brand Guidelines. This information has been designed and presented to ensure that the Cunard brand is marketed in an appropriate and consistent manner. It is essential that the heritage, quality, elegance and reliability of one of the worlds leading brand names is upheld and adhered to in all circumstances. To help guide you, we have separated the information into distinct, user-friendly sections. Youll find everything from Brand History & Positioning, Identities and Typefaces, Colour and Photography to sample Templates, Stationery and rules surrounding the use of any Cunard material. Please read these guidelines carefully and ensure that they are implemented as rigorously as possible. Thank you in advance for your cooperation.

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THE CU N ARD BRA N D

BR AN D P O SIT IO N IN G
What is the Cunard brand and what does it stand for? It is essential that the Cunard brand should be visible, tangible and reflect a premium level of service at all stages within the customer journey. From the moment a guest books to embarkation, to the meals served, and the look of the menus the quality should be globally representative of the positioning below:
BRAND POSITIONING BRAND PILLARS The Most Famous Ocean Liners in the World. This is the overarching Brand Truth and is underpinned by the five brand pillars: Legacy & Tradition Grandeur & Elegance British Sense of Community Legendary Voyages To fulfil aspirational dreams and deliver Cunards tradition of excellence at sea. Sophisticated and glamorous for cultured travellers from around the world. With the Youngest Fleet in the World, Cunard offer classic traditions combined seamlessly with 21st century luxury and a host of innovational firsts.

BRAND MISSION BRAND PERSONALITY BRAND ATTRIBUTES

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THE CU N ARD BRA N D

BR AN D P ILLA RS
Brand Pillars make up the special features which distinguish Cunard from our competitors and increase our competitive advantage in a busy marketplace. They have been established through sound research and analysis and are reinforced by our various on-board activities and programmes.

T H E M O S T FA M O U S O C E A N L I N E R S I N T H E W O R L D
This is the overarching Brand Truth and is underpinned by the five brand pillars: LEGACY & TRADITION A famous and trusted brand, delivering the finest traditions of the golden age of quality ocean travel GRANDEUR & ELEGANCE Iconic ships, glamour and elegance in all we do BRITISH Proper British signatures evident in all we do SENSE OF COMMUNITY Cunard provides the opportunity for guests to meet and bond with similar types of people who enjoy doing similar things. The guest becomes a true Cunarder. LEGENDARY VOYAGES Transatlantic Crossings Cunard operates the only scheduled service today. Cunard introduced the World Cruise concept in 1922 and travellers aspire to sail with Cunard. Inspirational each voyage becomes a uniquely memorable experience to those who sail.

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THE CU N ARD BRA N D

BR AN D M ISSIO N
To fulfil aspirational dreams and deliver Cunards tradition of excellence at sea To sail on a Cunard ocean liner, is to fulfil a dream. From exceptional levels of service and luxury on board to the thrill of being greeted by crowds of excited shoreside spectators a Cunard ocean voyage is a reminder that the journey is as much a reason to travel as the destination itself.

BR AND P E RSO N A LIT Y

Sophisticated and glamorous for cultured travellers from around the world With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal unparalleled around the world. Renowned for fame, sophistication and trustworthiness Cunards world famous ocean liners have become modern day icons of British heritage.

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THE CU N ARD BRA N D

BR AN D AT T RIBU T E S
Classic traditions combined seamlessly with 21st century luxury & innovational firsts

THE YOUNGEST FLEET IN THE WORLD With the arrival of Queen Elizabeth, the three largest Cunarders ever built comprise the most modern fleet to grace the ocean waves. TRANSATLANTIC CROSSING The hallmark of Cunard. Perfectly designed to forge her way across the Atlantic, Queen Mary 2 continues Cunards tradition as the only operator to offer a regular service to and from New York. THE MOST FAMOUS OF WORLD VOYAGES Annually circumnavigating the globe, Cunard offers a host of options from Full World Voyages to shorter sectors. WHITE STAR SERVICE Impeccable service, honed to perfection for more than a century and a half, is the cornerstone of Cunards tradition. From the signature white gloved greeting on embarkation, to award-winning dining and the quintessentially British tradition of Afternoon Tea nothing quite rivals this experience of gracious hospitality. THE GRILLS EXPERIENCE Discover an outstanding realm of privilege and luxury. Besides the lavishly appointed suites and intimate ambience of the Grill dining which has long been rated the best anywhere at sea by Berlitz, it means flowers, your own quiet spot on a private deck, embarkation and disembarkation on a priority basis and butler service in the top suites. FORMALITY AND GRANDEUR Grand ballrooms with some of the largest dance floors at sea, glittering production shows in full-size theatres, magnificent restaurants with sweeping staircases all providing the perfect backdrop for glamorous black-tie evenings. CUNARD INSIGHTS Cunard Insights is Cunard Lines on-board enrichment programme, introducing guests to stimulating experts and accomplished visionaries who reflect the lines heritage of adventure and prestige. Through a series of lectures, Q&As, debates, social gatherings, and workshops, guests will connect with personalities who have achieved notable distinction in areas including history, world affairs, science, politics, arts and literature.

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VISUAL E LE M E N T S

THE C U N A RD CO LO U RS
We have adopted the following Cunard colour palette to present a uniform look for the brand and to give a clear identity to the individual ships. Although the selection of colours appear simple, we should by no means take them for granted. Users of these guidelines should be aware that colours are and can be dramatically different when applied to a variety of materials. Care must be taken when quality controlling any of the many forms of print and colour outputting. Below is an illustration of the colours used and their respective breakdowns. BRAND COLOURS
Pantone C n Cunard Red n Cunard Black n Cunard Gold n On board Maroon 485 Process Black 872 504 0 0 30 70 CMYK M 95 0 40 Y 100 0 100 K 0 100 0 35 R 254 0 RGB G 0 0 B 51 0 90 50 Web Hex value FF0000 000000 9B8449 572932

173 143 87 41

100 100

SHIP COLOURS
Pantone C n Queen Mary 2 n Queen Victoria n Queen Elizabeth 195 268 295 30 60 100 CMYK M 100 70 80 Y 70 0 8 K 30 35 54 R 42 13 0 RGB G 13 12 32 B 17 42 79 Web Hex value 660000 330066 00204F

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THE C U N ARD IDE N T IT Y

IDE NTITY AP P LICAT IO N S

BRAND IDENTITY Cunard has a SINGLE identity for the Cunard brand known as the Master Brand identity which contains the following elements. The Crest and Cunard elements of the Master Brand identity should appear at least once on every piece of brand communication. The Most Famous Ocean Liners in the World strapline should be included where size or design allows.

The Crest

Cunard The Strapline SHIPS REGISTRY A ships registry must appear on all material printed in the United States that advertises voyages on that particular ship. This is a requirement of the U.S. Coast Guard. When referring to specific ships, use the appropriate registry as indicated: Great Britain Registry Queen Mary 2 Queen Victoria Queen ElizabethTM 2010 Cunard Line. Ships registry: Great Britain SHIPS TRADEMARKS Trademark symbols must appear with the ship name at the first mention on the copy and in the first most prominent position in all material printed in the United States. As with our identity, Cunard, each of our ship names is trademarked: Queen Mary 2 Queen Victoria Queen ElizabethTM OTHER TRADEMARKS Trademarks must appear at first mention in the copy and in the first most prominent position in all material printed in the United States.
Cunard Line Britannia Club Restaurant Cunard Royal Spa & Fitness Centre Britannia Restaurant Cunard World Club Canyon Ranch SpaClub Illuminations Caronia Restaurant Mauretania Restaurant Connoisseur Collection Cunard The Cunarder CunardCare The Most Famous Ocean Liners in the World Cunard ConneXions Veuve Clicquot Champagne Bar Cunard Insights White Star ServiceTM Cunards Kids ProgrammeTM Non USA Producers - please contact your local Cunard Marketing contact (see page 31) for the full list of registrations and trademarks which are relevant to non USA countries.

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THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

IDENTITY VARIATIONS Stacked Where space allows, this is the preferred configuration for all Marketing and promotional communication pieces. The strapline must be removed if appearing under 7pt. Horizontal This configuration is predominantly used for corporate stationery and paperwork, or alternatively where space does not allow for the stacked configuration. The strapline must be removed if appearing under 7pt.

Stacked version

Horizontal version

ALL collateral should feature a Cunard logo. MINIMUM SIZES The following minimum sizes apply to the Master Brand identity:

Stacked version with strapline Min. width: 1.50in (38mm)

Horizontal version with strapline Min. width: 2.30in (58mm)

Stacked version with no strapline Min. width: 0.71in (18mm) (unless used on brochure cover, see p23 & p26)

Horizontal version with no strapline Min. width: 1.42in (36mm)

Crest (when used separately) Min. width: 0.35in (9mm)

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THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

CLEAR SPACE AROUND THE MASTER BRAND IDENTITY The Master Brand identity should have the following minimum amounts of space around it. The width of the C forms the clear space.

WHITE SPACE AROUND THE MASTER BRAND IDENTITY The Master Brand identity should have the following minimum amounts of space around it. The width of the C forms the white space.

To download usable versions of these logos, please go to www.cunardguidelines.com

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THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

THE MONO VERSION OF THE MASTER BRAND IDENTITY Where full colour reproduction of the Master Brand identity is not available, the mono version should be used:

THE WHITE VERSION OF THE MASTER BRAND IDENTITY Where the background does not contrast sufficiently strongly with the full colour Master Brand Identity, the white version should be used:

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THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

SHIP IDENTITIES The horizontal version is the only configuration which can be used. The identity may be used with or without the Cunard name. Colour variations and minimum sizes are illustrated on page 14. Ship names must only ever be in gold (correct Pantone or CMYK breakdown), and Cunard where used, in red. The ship colours shown on page 8 should not be used for the ship names. Ship names can be used on their own on front covers as long as a Cunard logo appears on the page. Inside pages can feature ship names on their own, as well as with the Cunard Crest.

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CU N A RD

IDE N TITY AP P LICAT IO N S

MINIMUM SIZES

Min. height when used with Cunard name: 0.31in (8mm)

Min. height when used without Cunard name: 0.28in (7mm)

COLOUR VARIATIONS

Mono version for use where full colour or gold are not available

White version, for use where background does not provide sufficient contrast with full colour version

USE OF SHIP NAMES WITH THE CREST

The space between crest and ship logo is the equivalent width of two Ns

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THE C U N ARD IDE N T IT Y

IDE NTITY AP P LICAT IO N S

COLOUR The official Cunard colours must be used in all full colour pieces with the exception of Cunard corporate colour backgrounds where white-out versions may be used as an alternative (or where a white-out identity will be more appropriate). MERCHANDISING All plans for merchandising must be discussed in advance with your local Cunard Marketing contact (see page 31). Cunard branded products must not be produced without Cunards agreement. COMPOSITION & STAGING It is important that the size of the brand identity be appropriate to the medium and to other graphic elements. The identity must also be placed away from other elements in a layout so that it is easily identifiable. When using the identity on a background, please verify that the background provides sufficient contrast to the identity and choose an area with a solid light or dark space to ensure proper staging and legibility. The differing Cunard and individual Ship identities should never appear next to each other on the same piece. SIZING When sizing the identities, it is essential that the elements (Crest/Ship Name, Cunard and strapline) be increased or reduced as a unit. While there is no maximum size for the identity, minimum sizes are listed on the previous pages. CO-BRANDING When using the Cunard identity with those of other organisations or entities, it is important not to confuse or transfer identities. Therefore, avoid placing the Cunard identity in close proximity to another companys logo. Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K Cunard Black Pantone Process Black 0C, 0M, 0Y, 100K

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THE C U N ARD IDE N T IT Y

IDE N TITY A P P LICAT IO N S

RED BAND Logo background: Cunard Black Crest: Cunard Gold Pantone Process Black Pantone 872 0C, 0M, 0Y, 100K or 30C, 40M, 100Y, 0K Cunard: Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K Red band: Cunard Red Pantone 485 or 0C, 95M, 100Y, 0K Most Famous strapline: 70% Cunard Gold 70% Pantone 872 or 70% of (30C, 40M, 100Y, 0K) Font: Cunardia Size: 22pt, +235 tracking

STRAPLINE FOR USE AS BROCHURE FOOTER

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

Most Famous strapline: Cunard Gold Pantone 872 or 30C, 40M, 100Y, 0K
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TYP O G RAP H Y

M AR KE TING CO M M U N ICAT IO N S T YP E FACE S

To present a consistent and coherent brand image, we have selected the following group of typefaces to be used when producing Cunard material.
Main Headings, Charts/Itinerary Titles and Brochure Covers: Le Havre to be used in the majority of cases Trajan to be used sparingly and only with approval from Marketing Ship Names: Ship Names must ALWAYS appear only in Cunardia, regardless of usage or font of surrounding copy within narrative text, in emphasis copy, etc. The ship names should never be divided due to wrapping. When a travel agent/independent agency cannot use the Cunardia Font or when the ships names are written in an editorial/advertorial environment, they need to be in initial capped and in the Futura Italic style format. Example: Queen Mary 2, Queen Victoria, Queen Elizabeth The Most Famous Ocean Liners In The World: When used within copy, use Futura Italic font in the corresponding weights applied for Drescher Grotesk body copy. In General strapline should NOT be used locked-up with logo on marketing materials, as logo size is usually too small for strapline to be readable. When used as a vertical strapline or footer (see page 16 for an example): Secondary Headlines/Subheads: Weights/sizes by usage type at designers discretion Primary & Secondary Body Copy: Main Narrative Voyage Names: In body copy use Futura Italic. Voyage names used in headings will default back to Le Havre. The New Golden Age of Ocean Travel: When used within copy, use Futura italic font in the corresponding weights applied for Drescher Grotesk body copy. Detail Copy: Itineraries/Schedules Embark/Disembark Ports should be indicated in bold Fare Charts Zurich Condensed/Light should be used for both Category Names and Fares Disclaimers, Terms & Conditions, other Legal Copy minimum type size 6 point Script: To be used as initial capital letters to start new body copy sections or use sparingly in full words/titles.

Le Havre

Cunardia

Cunardia

Drescher Grotesk Drescher Grotesk

Futura Italic Futura Italic

Zurich Condensed Zurich Light

Palace Script

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TYP O G RAP H Y

CO PYW RIT IN G ST YLE

Far be it for any guidelines to instruct on how to write copy, but any copy must reflect the quality of the brand. It must be addressed in such a way so as to add polish and credibility to a brand which is steeped in so much history and acclaim. Descriptions of Cunard, its brand and its product must project a sense of professionalism, quality, style and service. There are many words and phrases which can be used to ensure such a delivery and the following are just a small selection for your guidance:
SUGGESTED WORDS/PHRASES BRAND ESSENCE The Most Famous Ocean Liners in the World Timeless Voyages since 1840 A Timeless Legacy Tradition in 21st Century Luxury Aspirational dreams Excellence at sea Glamorous Famous Respected Classic Graceful Tradition to Technology White Star Service The Cunard Grills Experience The greatest ocean liner ever built One of the greatest maritime engineering feats of this century A classic Cunarder Second largest Cunarder ever built Cunard offers the only scheduled Transatlantic service A legendary crossing uniting two great continents The most famous of world voyages The New Golden Age of Ocean Travel The legendary Cunard experience International icons of British heritage (the ships) Impeccable levels of service and luxury Legendary voyages to legendary places Stylish Reputable Reliable / Trustworthy Sophisticated Inspirational White gloved Afternoon Tea service Enrichment programmes Proudly taken over the Transatlantic mantle The worlds greatest ocean liner An evolution in elegance Our newest Cunarder Classic, epic and unforgettable The legendary Transatlantic Crossing

BRAND MISSION BRAND PERSONALITY

BRAND ATTRIBUTES

QUEEN MARY 2

QUEEN VICTORIA QUEEN ELIZABETH THE TRANSATLANTIC CROSSING

WORLD VOYAGE

The epic world voyage

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TYP O G RAP H Y

TE RM IN O LO G Y
TERMINOLOGY SHIP NAMES QUEEN MARY 2 QUEEN VICTORIA QUEEN ELIZABETH OCEAN LINERS OR SHIPS VOYAGE TRANSATLANTIC CROSSING GUESTS FARES GREAT VALUE / SAVINGS COMPLIMENTARY STATEROOMS

NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT NOT

Never use the preceding a ship name QMII or QM2 QV or Queen Vic QE Boats Cruise Transatlantic Cruise or Voyage Passengers Prices Bargains or Discounts Free Cabins

CUNARD CUNARD LINE CARNIVAL PLC THE GRILLS THE GRILLS EXPERIENCE

When referring to the Brand (in an informal context) When referring to the Brand (in a formal context) When referring to the Company The product name for the overall service only to be used as a noun referring to the combined categories. As a general rule, if you cannot say The Grills its probably not an appropriate use of the plural form. The first letter/s should always be capitalised and should never appear in single/double speech marks or in italics. The adjective/modifier to be used when describing the service or an element thereof i.e. Grill dining, Grill amenities, Grill accommodation, Grill restaurants, Grill guests, Grill categories, etc. The first letter should always be capitalised and should never appear in single/double speech marks or in italics. The plural version to be used by the U.S. market only when referring to a particular category/level and when adding a modifier, i.e. Britannia accommodations. Use on board when referring to the place but when its a compound adjective it should be hyphenated, as in on-board activities. To be written as one word not as two separate words or adjoined with a hyphen.

GRILL

ACCOMMODATIONS ON BOARD or ON-BOARD ROUNDTRIP

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TYP O G RAP H Y

TE RM IN O LO G Y
LANGUAGE: Use British English in all marketing communications. SHIP STRAPLINES: You may insert the following ship straplines where appropriate: Queen Mary 2 - The greatest ocean liner ever built Queen Victoria - A classic Cunarder Queen Elizabeth - Our newest Cunarder NUMERIC STYLES: Always spell out numbers 9 and under. Use numeric designations for 10 and higher. Use numerals when the number modifies a unit of measure, time, proportion, etc. 65 mph, page 5, 9 percent. The exception to this rule, is when referring to the ships Deck Nos and in which case we should use the numeric format throughout, ie. Deck 1, Deck 2, Deck 10. TIME: All references to timing should follow the 12 hour clock and not the 24 hour clock. For example these should follow the format: 12.00am, 1.00am, 12.00pm and 1.00pm. DATES: Avoid using ordinals when writing dates, eg. 1 January instead of 1st January. Refer to dates in the order of Day/Month/Year, ie 13 May 2010. GENERAL DISCLAIMERS: Fares are in U.S. dollars, per person, based on double occupancy for minimum stateroom category, excluding gratuities, government fees and taxes. 2010 CUNARD. The CUNARD logo and logotype are registered trademarks of Carnival plc, an English Company trading as Cunard Line. Queen Mary 2, Queen Victoria, White Star Service are trademarks owned by CUNARD. CanyonRanch SpaClub is a registered trademark of CanyonRanch Corporation. Todd English is a registered trademark of Todd English Enterprises. Veuve Clicquot is a registered trademark of LVMH. All rights reserved in the United States and other countries.

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SAMP LE T E M P LAT E S

CUNAR D M A ST E R BRAN D BR O CH U RE CO VE RS
To ensure worldwide consistency, the preferred options for all Cunard Master Brand brochures are shown in the following templates. These templates show the colour, position and relative size of the strapline and identity. On brochure front covers, the strapline must only ever appear vertically on the left hand side, with copy running from bottom to top of stripe. On brochure back covers, the strapline must only ever appear vertically on the right hand side, with the copy running from top to bottom. The strapline must never appear horizontally at the top or bottom of a brochure cover - see overleaf. Designers must follow the typography and identity guidelines on this site to ascertain the correct brochure cover fonts and identity formats to use in conjunction with the following. The rest of the cover has been left free to express the individual requirements of the specific brochure both in terms of photography and illustration. The three standardised brochure options provided below are: BROCHURES US Letter 8.5in x 11in (216mm x 279mm) Portrait US Letter 11in x 8.5in (279mm x 216mm) Landscape 8.5in x 5.5in (216mm x 140mm) Portrait

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SAMP LE T E M P LAT E S

R ED ST RIP E FR ON T CO VE R BACK CO VE R

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

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SAMP LE T E M P LAT E S

L ET TE R SIZE : PO RT RA IT - F RO N T CO VE R
0.9in (25mm) 0.9in (25mm) 0.35in (9mm)

7.52in (191mm)

Logo background: Black Crest: Pantone 872 Cunard: Pantone 485 or 0C / 95M / 100Y / 0K

9.99in (254mm)

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

Red Band: Pantone 485 or 0C / 95M / 100Y / 0K Most Famous strapline: 70% Pantone 872 Font: Cunardia Size: 22pt, +235 tracking
0.10in (2.5mm) 0.10in (2.5mm) 0.63in (16mm) 0.18in (4.5mm) 0.79in (20mm)

0.18in (4.5mm)

0.35in (9mm)

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L ET TE R SIZE : LANDSCAP E - F RO N T CO VE R
0.67in (17mm) 0.75in (19mm) 0.35in (9mm)
THE MOST FAMOUS OCEAN LINERS IN THE WORLD

10.31in (262mm)

Logo background: Black Cunard: Pantone 485 or 0C / 95M / 100Y / 0K

Crest: Pantone 872

7.75in (197mm)

Red Band: Pantone 485 or 0C / 95M / 100Y / 0K

Most Famous strapline: 70% Pantone 872 Font: Cunardia Size: 15pt, +235 tracking

0.35in (9mm)

0.06in (1.5mm) 0.14in (3.5mm)

0.06in (1.5mm)

0.47in (12mm) 0.14in (3.5mm) 0.55in (14mm)

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SAMP LE T E M P LAT E S

8.5 x 5.5 (216MM x 140MM) P O R T R A I T FR O N T CO VE R

0.67in (17mm) 0.75in (19mm) 0.35in (9mm) 4.8in (123mm)

Logo background: Black Crest: Pantone 872 Cunard: Pantone 485 or 0C / 95M / 100Y / 0K

7.75in (197mm)

THE MOST FAMOUS OCEAN LINERS IN THE WORLD

Red Band: Pantone 485 or 0C / 95M / 100Y / 0K Most Famous strapline: 70% Pantone 872 Font: Cunardia Size: 15pt, +260 tracking

0.06in (1.5mm) 0.14in (3.5mm)

0.06in (1.5mm)

0.47in (12mm)

0.35in (9mm)

0.14in (3.5mm) 0.55in (14mm)

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SAMP LE T E M P LAT E S

LET T E RH E ADS

Cunard Letterheads

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SAMP LE T E M P LAT E S

E NVE LO P E S

Corporate Envelope

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SAMP LE T E M P LAT E S

CUNARD W O RLD CLU B

The Cunard World Club is a members-only programme designed to recognise and reward loyalty to Cunard. The programme operates on a tiered system and guests receive benefits according to their awarded tier. The Cunard World Club also has its own dedicated identity which should be used wherever possible when referring to the Club.

Min. width: 40mm

Minimum clear space around the logo is double the width of the C in Cunard

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THE CU N ARD BRA N D

BR AN D H IST O RY
SIR SAMUEL CUNARD In 1839, Samuel Cunards British and North American Royal Mail Steam Packet Company was awarded the first ever contract for steam ships to deliver mail across the Atlantic. This proud bestowal by Queen Victorias Admiralty, granted Cunards steam ships the honoured titled RMS (Royal Mail Ship) and represented a significant historical moment in connecting two great continents. TRANSATLANTIC ROOTS As the first and now the only company to offer a scheduled service across the Atlantic this most legendary of voyages has become the ultimate expression of the Cunard Experience today. From Britannias Maiden Crossing in 1840, Cunard has carried millions of emigrants to North America, played host to the worlds rich and famous, served in five major wars, held the Blue Riband award for the fastest passage across the Atlantic, obtained an unparalleled safety record and deservedly forged the title for the Transatlantic Crossing as The Only Way to Cross.

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CU N A RD

BR AN D H IST O RY
INNOVATIONAL FIRSTS From The Golden Age of Travel, Cunard has pioneered the way forward with the introduction of the first childrens playroom; en-suite bathrooms; electric lighting; refrigeration systems; bridal suite; gymnasium and health centre; library and the first photography dark room at sea. Today, Cunard is still at the forefront of technological developments with Queen Mary 2 one of the greatest maritime engineering feats of this century, Queen Victoria with the first private theatre boxes at sea and our latest Cunarder, Queen Elizabeth now becoming part of the Youngest Fleet at Sea. FAMOUS FOR A REASON In 1934, Queen Mary became the first merchant ship ever to be launched by a Monarch and was later referred to as the 8th Wonder of the World by the movie star legend, Cary Grant. Since then, both Queen Mary 2 and Queen Elizabeth have been named by HRH Queen Elizabeth II and Queen Victoria has been named by HRH Duchess of Cornwall, continuing Cunards proud association with the Royal Family. With glamorous associations and a litany of regal and famous guests, Cunard has an international appeal almost unparalleled in the world of ocean travel. HISTORY OF THE CUNARD CREST The Cunard crest originally came into being in 1879 when Cunard became a public company The Cunard Steamship Company. The addition of a globe showing the Western Hemisphere and the Atlantic was appropriate to the shipping routes travelled, and the crown appropriate for a company established under government contract. The lions head is turned toward us, a change which would have been deemed necessary as a Royal Insignia could not be produced exactly. Samuel Cunard was frequently referred to as the Steam Lion. CUNARD TODAY Owned by English registered company, Carnival PLC, Cunard Line is one of the worlds most recognised brand names with a classic British legacy and ships that are recognised as international icons of British heritage.

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PO LIC IE S & P RO CE DU RE S

MAR KE T IN G AP P RO VA L
Marketing approval or guidance can be obtained by contacting the following Cunard personnel: U.S. / CANADA: contact Nicole Knox (nknox@cunard.com) UK: contact Andrea Lenihan (andrea.lenihan@cunard.co.uk) GERMANY, AUSTRIA & SWITZERLAND: contact Kathleen Pohl (kathleen.pohl@cunardline.de) AUSTRALIA: contact Michael Viner (michael.viner@carnivalaustralia.com)

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